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Three tiers of distribution for your company’s podcast with Tristan Pelligrino

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Episode Summary

Distribution is critical to the success of a branded podcast but not many marketers prioritize it So we decided to dedicate this episode to discussing the importance of a well-thought-out distribution plan and what it entails

Tune in to this episode of Recorded Content where Tristan Motions Co-founder discusses three contentpodcast distribution phases your team can use

Guest Profile

Name: Tristan Pelligrino

What he does: Tristan is the co-founder of Motion a done-for-you podcast agency for small scrappy B2B tech marketers

Company: Motion

Noteworthy: Tristan is also a co-host of the Recorded Content podcast

Key Insights

  • Consider different preferences People consume content differently so Tristan suggests using podcasts to create pieces of various lengths and adjusting them to a target audiences taste Not everyone wants to listen to audio content and some people dont want to commit to a 45-minute video podcast either Therefore its up to you as a marketer to reach your audience where they hang out even if thats not in the Apple Podcast App When you create a show for your company youre looking to reach people in your target audience even if they dont consume podcasts
  • Be where your customers are Even if you create content that resonates with your target audience such content is without value if you dont distribute it where your prospects spend the most time With primary distribution you take the opportunity to share the information contained within your episode in audio written and video formats This takes care of all the different formats needed to reach your audience across a lot of different channels
  • Use secondary channels to promote your podcast These include your companys blog newsletter and even your team members social media accounts For example You can begin implementing an employee advocacy program where your podcast gets distributed through all the individual social profiles of your employees

Episode Highlights

The First Phase of Distribution Repurpose and Break Down

For every podcast episode it helps to have a consistent process for repurposing During the editing process we have an entire list of assets we develop from a single video recording

Heres what we create from every episode of Recorded Content We have a full-length audio and video episode this is considered the pillar content We also have detailed show notes short promotional videos podcast trailers custom thumbnails episode art social images clean transcripts and more

The Second Phase Distribute Your Content Across Your Primary Channels

This is what I like to call table stakes for your companys show Here are the steps we take with the shows we produce at Motion

We publish LinkedIn posts from the company page a series of tweets or threads on Twitter from the company account and a dedicated episode page on our website including detailed show notes formatted for the design of each show

We upload the full-length audio on a podcast hosting platform and then distribute it to all major podcast directories like Apple Google Stitcher et cetera And then we also upload the full-length version as a YouTube podcast

The Third Phase of Distribution Enrich

With enrichment your company gets an opportunity to use content derived from the podcast episode in a lot of other places

We embed podcast videos and trailers within blog posts We attach videos and social images to personal social posts on LinkedIn and create tweets and longer threads using quotes from a podcast episode We share images and videos on Twitter We also share information in emails with prospects and customers and in Slack channels or Facebook groups as well

4 simple steps to launching your company's content series

step 1

Schedule a call with us

Book a call to get started. We’ll develop an understanding of your needs and set the foundation for your content strategy.

step 2

We'll discuss your requirements

Discuss your goals and requirements with our team to tailor a content solution that fits your business.

step 3

We'll scope out your ideal program

We’ll create a detailed plan outlining your ideal video series or podcast program, aligned with your objectives.

step 4

We'll build & execute your content plan

Our team will produce and manage your content, ensuring high-quality delivery and engagement across various channels.